Transition from Face-to-Face to Online Promotion Strategies Among Sellers of Arellano

University Andres Bonifacio Campus: A Longitudinal University Study

Promotion is usually considered an important marketing technique in attracting

customers. Consumers might not give it much thought when receiving benefits, but
retailers are keen to see their reaction and ultimately make them buy more.
One of the most important and common marketing models is the 4P theory
mentioned in “Basic Marketing” published by American marketing scientist Jerome
McCarthy in 1960, namely product, price, place, promotion. Since then, the word
“promotion” has become widely known.
Retailers can make use of advanced software and communication tools to convey
promotion information to consumers in more various forms, and interact with consumers
to get feedback. Limited promotion is the most common way of promotion because the
scarcity of preferential products increases consumers’ perceived value of products and
gives them a sense of urgency, thus leading to impulsive buying [13]. In practice,
quantity-limited and time-limited promotions are widely used. Compared with the other
means, offering favorable prices in a short time slot brings time pressure on consumers
because they need to make purchase decision in a shorter time, which will arouse their
sense of urgency to some extent, thus improving the transaction speed. In the quantity-
limited promotion, only a certain number of consumers can buy products at a
discounted price or receive gifts. Rarity is the tactic employed by e-commerce
practitioners who make consumers think that they are competing with each other for
limited number of products. Some scholars have shown that, due to limited production
quantity, consumers would feel the value or uniqueness of the products and have a
greater urgency to purchase them.
( Luo et al ., 2021)

According to the 43rd statistical report on China’s Internet development released

by China Internet Net-work Information Center (CNNIC), the number of online shopping
users in China has reached 600 million as of December 2018, an increase of 14.4%
over the end of 2017, accounting for 73.3% of the total Internet users. Facing such a
huge user scale, more and more enterprises choose to introduce online selling format
by entering the e-commerce platform to serve more consumers. There are mainly two
online selling formats for the enterprise to promote products, namely reselling format
and agency selling format. For the reselling format, such as the Jindong self-operated
platform, the e-tailer wholesales the product from the manufacturer firstly. Then, he sets
the retail price by maximizing the profit and finally sells the product to online consumers.
How-ever, this format is always with a double-marginalization effect. In the agency
selling format, the e-commerce platform mainly plays the role of market intermediary,
and it allows enterprises selling product to online con-summers directly by charging a
certain proportion of commission fees. In essence, this agency selling format gives
enterprises the direct pricing right to better meet market demand. With the application of
agency selling and reselling formats, it is essential for enterprises to know the driving
motivation behind the selection of promotion format. The selection of online promotion
formats can be affected by pricing sequence between the traditional and the online
channels. Generally, enterprises will set the pricing sequence in three ways, namely
deciding the retail price in the traditional channel prior to, simultaneously with and after
the online channel, respectively. Underreach pricing sequence, the equilibrium online
selling format selected by the enterprise is differentiated, which can accordingly affect
the formulation of green degree and pricing decisions. From the research results of
previous scholars, in the reselling format with a double-marginalization effect, the green
degree of product is usually low, and the retail prices are often high, which will lead to
the reduction of demand eventually. (Xinxin Xu et al., 2023)

Digital promotion of cultural attractions involves using online channels and

technologies to promote cultural attractions, such as museums, galleries, historical
sites, and cultural events. It is a growing trend in the tourism industry as more people
use digital platforms to research and plan their travel experiences. Several authors have
written about the importance of digital promotion for cultural attractions. Miguéns et al.
(2008) argue that digital marketing is essential for attracting visitors to cultural
destinations, enabling a wider reach and more targeted promotion. They highlight the
importance of creating engaging online content, such as virtual tours and multimedia
exhibits, to provide a taste of the cultural attraction and encourage visitors to come in
person. Pine and Gilmore (2000) discuss creating memorable customer experiences.
He suggests that cultural attractions can use digital technologies to enhance the visitor
experience, for example, by providing interactive exhibits, augmented reality features,
and personalized recommendations based on visitor interests. Neuhofer et al. (2015;
2019) have written extensively about the potential of digital technologies to transform
the tourist experience. They argue that cultural attractions can use digital channels to
offer seamless and personalized experiences for visitors by providing relevant
information and recommendations through mobile apps, social media, and other digital
platforms. ( Floricic ., et al 2023)
 Among the various marketing strategies that exist, many companies use the
online shop marketing system, one of which isa promotion strategy. The dominant
strategy is chosen by shoe and sandal craftsmen. Promotion is one of the potential
strategic weapons to beat competitors. This is what makes promotion an important role
for a company. With promotions, companies can communicate products to customers.
The advantages of the product can be known by consumers and can make consumers
interested in trying and then will make a decision to buy a product. So, promotion is an
important aspect in marketing management because promotion can make consumers
who were originally not interested in a product can change their minds to buy the
product. Companies use promotions to trigger transactions, so that consumers are
willing to buy a certain brand and encourage salespeople to aggressively sell it. In
addition, promotion is able to stimulate demand for a product. With this promotion, it is
expected that consumers will try the product and encourage existing consumers to buy
the product more often so that repeat purchases will occur and the sales volume of a
company's products will increase. Promotion is a very important factor to realize the
sales goals of a business. In order for consumers to be willing to subscribe, they must
first be able to try or research the goods produced by the company, but they will not do
this if they are not sure about the goods. (Supriatna ., et al 2022)
SYNTHESIS:

Online Promotion and Consumer Behavior, Online shopping is growing rapidly,

but some online stores have experienced sales decreases due to income reductions
caused by the pandemic. The paper explores consumer psychology and behavior to
formulate effective marketing strategies. Research findings indicate that online
promotion significantly influences consumers' willingness to make purchases.
Anticipated regrets play a role in shaping consumer intentions, and different types of
product promotions and consumer impulsivity moderate these effects. The paper
suggests managerial implications for e-commerce merchants, such as controlling
promotion duration and the number of preferential goods.
Green Technology in Supply Chain Management, Corporate environmental
responsibility is a significant concern. The study examines a supply chain where a
manufacturer invests in green technology to reduce carbon emissions. The paper
explores how the manufacturer chooses between agency selling and reselling to
maximize profitability while minimizing carbon footprint. Different pricing sequences in
dual-channel promotion can affect greenness in the reselling format. Contrary to
intuition, the study finds that the agency selling format is not always superior to the
reselling format, with the outcome depending on market conditions and pricing
sequences.
Digital Promotion of Cultural Heritage, built heritage in tourism destinations is a
valuable resource, and digital technology influences the perception of culture. The
paper assesses opportunities for enhancing digital promotion of cultural attractions.
Research methods include qualitative and quantitative approaches, including structured
interviews with tourism attraction decision-makers. Positive developments in digital
promotion during and after the pandemic are noted, but decision-makers are not fully
aware of the potential of smart technology in cultural heritage marketing. The study
highlights the need for destinations to embrace smart culture development in digital
marketing of heritage sites.
Effects of Promotion, Customer Satisfaction, and Brand Equity on Online
Purchasing, this study focuses on the impact of promotion, customer satisfaction, and
brand equity on online purchasing decisions. Data collection involved a questionnaire
survey of 100 respondents who were customers of a shoe and footwear brand. The
results reveal a strong positive relationship between promotion, customer satisfaction,
brand equity, and purchasing decisions. The regression analysis indicates that these
factors together account for 91.6% of the variation in purchasing decisions. The study
underscores the significant influence of promotion, customer satisfaction, and brand
equity on purchasing decision.
REFERENCE:

Luo, H., Cheng, S., Zhou, W., Song, W., Yu, S., & Lin, X. (2021). Research on the impact of

online promotions on consumers’ impulsive online shopping intentions. Journal of

Theoretical and Applied Electronic Commerce Research, 16(6), 2386–2404.

https://doi.org/10.3390/jtaer16060131

Xu, X., Wu, Q., Wang, H., & Tian, Y. (2023). Online promotion format selection for a supply

chain with environment responsibility in an uncertain market. Rairo-operations

Research. https://doi.org/10.1051/ro/2023032

Floričić, T., Šker, I., & Benassi, H. M. (2023). Enhancing digital promotion of cultural

attractions: assessing websites, online marketing tools and smart technologies. Business

Systems Research, 14(1), 72–92. https://doi.org/10.2478/bsrj-2023-0004

Supriatna, Y., Tanjung, H., & Juwaini, A. (2022). Analysis Of The Effect Of Promotion,

Customer Satisfaction, And Brand Equity On Online Purchasing Decisions. International

Journal of Progressive Sciences and Technologies, 34(2), 394.

https://doi.org/10.52155/ijpsat.v34.2.4662